Amazon is perfecting the recipe for getting your entire family to shop more

In the past couple of years, Amazon has proven itself to be both startlingly clever and doggedly persistent when it comes to figuring out ways to use tech to get you to shop more. With its latest initiatives from just this week, it’s getting the whole family involved in spending yours savings away.

Since late 2014, the company has been selling its Echo smart speakers that are powered by its Alexa assistant, which answers questions, plays music and places orders on Amazon when you issue voice commands from anywhere in the same room as the device.

Now, Alexa can tell different users’ voices apart, so family members can retrieve their own messages and calls, play their own personalized Music Unlimited recommendations and shop without having to provide a confirmation code each time. Google Home already supports multiple voices, but building this into Alexa enables more people in your household to shop.